PC Retail

How would you respond to comments by Nvidia which claim there isn't much room for processor development anymore, and that all the future development will be through graphics architecture?
We do not believe that this is the case. Our future developments rely heavily on the right balance of both GPU and CPU technologies working closely together. It's about usage models and delivering the right user experience.

Thanks to the assets of ATI, do you think you are in the strongest position out of Intel, Nvidia and AMD to provide the best graphics and processor solutions?
We believe AMD is in a unique position to provide the best combination and balance of processing for consumers. We are the only company in the world that can deliver a platform. Given the solutions we can now offer in terms of AMD Game, AMD Live and AMD Business Class, we are in great shape to deliver any platform dependent on the consumers' requirements or budgets.

What is the importance of the 4800 series to AMD? Is it a landmark product launch?
This launch was key in terms of putting AMD ahead of the competition in the most important part of the graphics market. The 4800 series puts AMD firmly back in the game and reaffirms our status as a market leader through a decisive win on price performance both in the mainstream and performance segment.

The biggest factor in the launch was that significant product was available at launch right across EMEA. In the UK DSG had product on shelf at launch which again was a first. Following on from the ATI Radeon HD 4850/4870 launch will be the R700, which we believe will deliver ultimate single board performance leadership for enthusiasts.

How will you be driving it in the UK? What marketing plans, etc, do you have?
We have plans for online promotion where gamers/DIYers are rewarded for their creation of the best video using AMD content – pushed out through Youtube.

We also have a World Cyber Games challenge where gamers are challenged to record their best moves which will then be published on AMD's website. Furthermore, we will advertise in some key PC and gaming titles and online outlets as well.

We also launched our Unleash banner campaign across the e-tail and review sites, which has created a phenomenal following in the online community.

What is the chief benefit to PC retailers and resellers?
AMD can now deliver the best price/performance at every segment. From the entry level to the enthusiast space we have Windows DX10.1 which is critical for all gamers as more titles are released. Additionally, given our scalability in Crossfire mode the resellers can sell up to four cards per consumer.

AMD can also offer AGP top to bottom, which for the retailers and resellers adds an extra spice to the product portfolio's given that the AGP upgrade market still represents 20-plus per cent in the market.

Will the move be instrumental in boosting AMD's market share?
Absolutely. AMD launched the 4800 series at a price which is affordable for the mainstream gaming community.

It has our enriched specifications like UVD, we're the first to launch teraflop computing and the first to ship a graphics card with GDDR 5 memory, giving unbelievable memory bandwidth. In the first 12 days we have seen phenomenal sales and in turn significant market share growth.